“In challenging times, you have to pull together”, said Andreas Garnier, Head of Sales at Josef Seibel. “End consumers are overloaded with messages and interpretations, which leads to uncertainty and ultimately less sales for our customers. The consolidation of our brand policy ensures clear communication and therefore more orientation”, he added.

In other words, the Josef Seibel label will include the Romika, Westland and Gerry Weber brands and all products will be divided into different product segments: Iconic, for the deep-footbed sandals 100% made in Germany; iGoDynamic, referring to models that improve running comfort through the use of the MultiFit technology; Josef Seibel, focusing on leather shoes with function; Son - 'Spirit of Nature', combining style elements with recognisable product expertise; and Relax, home and leisure shoes in the tradition of the old Romika and Westland brands.

The company’s Managing Director Franziska Seibel emphasised that “the uniform image strengthens the brand presence in retail and also the perception of the Josef Seibel brand as a whole”. In addition, this move is also expected to bring “economic advantages” for retail partners. “Communicating with just one supplier, just one customer advisor and also receiving just one invoice simplify handling from order to payment, saving time and money”, she concluded.